Getting Your Employee Value Proposition Right

Standing out among candidates — and keeping the talent you have — is an ever-growing challenge in today’s tight labor market. It may be time to evaluate a key TA element: your employee value proposition (EVP).
 

On last week’s episode of Talent Experience Live, Michelle Sargent, VP of New Business and Partnerships at recruitment marketing agency Recruitics, shared pro tips on employer branding, creating EVPs that resonate — and how to spread the word to talent.  
 

Watch the full episode below, or read on for details!
 

EVP is everything

According to Sargent, who has helped many employers fine-tune and promote their EVPs, companies she hears from today tend to be in SOS mode. “Right now, the conversations are very much, ‘We need help now. We need to find candidates,’” she said. “So the first question I ask back is, ‘Well, what’s your EVP, what does your employment brand say?’” 
 

Attracting and retaining talent depends on a strong EVP

The concept of EVP has evolved over the past several years, Sargent said. And it’s become a top priority as companies revamp their approach to hiring and retention. 
 

Attracting talent. In fact, she noted, there are nearly 11 million open jobs right now, citing research by the U.S. Bureau of Labor Statistics. “How do you make your job, your company stand out from all of those? You need to have an EVP that differentiates you from all of those companies, all of those jobs. And as people start to get back to work, you really have to have that compelling message [as to] why they would choose you over those 11 million jobs out there.”
 

Companies can try every creative tactic in the book, from wrapped buildings to QR codes — but at the end of the day, it’s what they’re actually saying that matters most. “My advice is, level up the EVP and really take a hard look at what that EVP and employment brand are saying.”
 

Retaining talent. A well-defined EVP is also critical to retaining the employees you already have. “A strong EVP and workforce go hand in hand,” Sargent said. “Companies without them can have high turnover, or attract the wrong candidates.”

What channel works best for conveying your EVP?

To get a read on this, Phenom polled LinkedIn members on their favorite ways to promote their EVP. Here’s how they responded:

48%: Career site
30%: Social media
13%: Events
10%: Talent marketing campaigns

As for Sargent’s thoughts? All of the above are essential. “I don’t think that you can say just one. Your employment brand needs to live and breathe on every stage of that journey.”

Using HR tech to ensure consistency 

So, mixing it up channel-wise is good – but avoid mixing the message.
 

Before a candidate even applies to a job, they’ll experience an average of 3 to 18 touch points with an employer, Sargent said. As a result, it’s important that the EVP comes through at every touch.
 

She recommends using a talent experience management platform to ensure consistency and shared how using the Phenom solution was pivotal in promoting Brother International Corporation’s EVP, “At your side.” 

Case Study: How Brother International Corporation Increased Completed Applications 140% with Rebrand

“We started [integrating EVPs] on Phenom’s platform, and then we did it across the entire digital footprint. So it was a fantastic way to showcase all of the different touch points in the candidate journey, and how it’s important to be consistent in that messaging so that candidates really soak it in.”

EVP vs. Employment Brand: There’s a difference

Although closely connected, EVP and employment brand have different functions — and it’s important to understand the nuances, Sargent said. 
 

EVP should communicate what your employees and candidates stand to gain in return for their commitment to work for you. It’s more than a slogan, value, or culture code, Sargent emphasizes, “It’s about the promises you’re making to your employees and your candidates.”
 

Employer brand is the external face the company shows the outside world – the sum of all differentiators, the “why.” 
 

“In other words, the EVP is really, ‘Why come work here?’ and the employer brand is the ‘how’ and ‘what it takes to work there,” Sargent clarified.

Blog: 4 Steps to Establishing Your Employer Brand

Supercharging your EVP, step by step

So you want to level up your EVP. What’s next?
 

First, know that it’s a big commitment, and plan not to rush things, Sargent said. She recommends the following approach:
 

Define and refine your EVP

Again, good EVPs share certain characteristics: they convey culture. They convey what you stand to gain as an employee. “It’s about defining the essence of your company, and how unique it is and what it stands for. It’s the central reason that people are proud and motivated to work there and to stay there … I really feel it keeps your employees coming to work every day,” Sargent said.
 

“I tell [clients], think of [EVP] like a table, with four legs and a top,” she added. “Each leg is a promise and on top lays the EVP. You can’t have one leg without all four, and can’t have the top without legs to support it.”
 

The most impactful EVPs are the ones that authentically convey culture, she said. Sargent’s favorite examples of employer brands and value propositions are simple, iconic, and powerful:
 

Apple: Join us. Be you. The message here? We embrace our employees; you’ll fit in with our culture.Hershey: Haven’t reached your full potential yet? Neither have we. There’s more to be made. This clearly tells candidates and employees that they’ll never stop growing and learning.Chewy: Sargent gave props specifically to Chewy for its dynamic approach to culture. For example, Chewy calls team members Chewtopians. “I want to be part of that tribe – that to me is really compelling,” she said.

Blog: The 3 Levels of Employer Brand

Get your revamped brand and EVP in motion 

Once you’ve nailed your EVP, take these next steps:
 

Secure buy-in. Like any major initiative, securing buy-in has to come first. It should also come from all levels of stakeholders, from the C-suite to hourly workers.
 
Do your research. Conduct thorough research in the form of employee surveys, focus groups, competitive analyses, and internal analyses. 
 
Get feedback. Make sure you got it right – secure internal and external validation to make sure your employment brand resonates.
 
Activate the brand. Decide how and where it will be communicated, and monitor how it’s being received.

The must-have medium to convey your EVP

When it comes to communicating your EVP, Sargent is a fan of the power of video. 
 

“I don’t think anything will convey your EVP, employment brand, or culture better than video,” she said.
 

Investing in video development also primes employers to stand out on social media, where job candidates (especially younger generations) spend so much time. Think Snapchat, TikTok, YouTube … video is the way to connect with candidates on these platforms.
 

Key takeaways
 

Employer value proposition (EVP) and employer brand are not the same. EVPs should communicate what your candidates and employees stand to gain in return for their commitment to work for you. Your employer brand shows the outside world what your company does and why. 
 

Define and refine your EVP. Once you craft a solid EVP, strategically implement it throughout every step of your candidate experience. Use HR tech and videos for consistent messaging that cuts through the noise. 
 

Don’t forget to get feedback. You work hard to create an EVP that accurately represents your company culture. Make sure your candidates and employees are receiving the message in the way that you intended. 
 

Read The Definitive Guide to Recruitment Marketing to crush your recruitment marketing goals with Phenom!

Sign up to get notified about future episodes of Talent Experience Live! Catch us on LinkedIn, YouTube, Twitter, and Facebook every Thursday at noon ET to get the latest in recruiting, talent acquisition, talent management, and HR tech.

regina.rao
Tue, 09/21/2021 – 20:40

Building the Dream Team: What HR Can Learn From Pro Football

What do the most winning pro football teams have in common? A culture that embraces, recognizes, and invests in its people. That applies to high-achieving companies as well.
 

On our last episode of Talent Experience Live, Phenom’s Product Marketing Manager Devin Foster explored the parallels between building unstoppable pro football teams and thriving corporate organizations.
 

To find out how you can take a page out of your favorite team’s playbook to position your people for success, watch the full episode here, or check out show highlights below!
 

Roster check: It’s all about your people

People are at the heart of both a workplace and a professional sports team, defining its character and culture. 
 

Success ultimately depends on how all the players align how to work together to meet their goals (or, of course, to score goals, if you’re a pro baller).
 

So who’s who at your organization? It might help to think of your key players this way:

Team owners = C-Suite, Stockholders, and Venture Capitalists 

They’re setting the tone at the top, investing in the overhead that will get the work done – leading to attract top talent. 

General Manager = CHRO, VP of HR

As the leader of HR, this person is in charge of positioning the team with the technology and tools needed for optimal success. 
 

As Foster describes it, “When we look at it from an HR perspective, it’s the kind of HR tech that they’re providing you with to thrive — in the same way that a general manager selects or drafts star players.”

Coach = VP of Talent Acquisition

The TA leader, like a head coach in pro football, is pivotal to assembling top talent on your team for long-term success. “They are setting things up for the future and truly are all about bringing in your star players,” Foster said.

Quarterback = Recruiters

Tom Brady. Aaron Rodgers. Patrick Mahomes. They’re household names for a reason: When it comes to winning or losing, quarterbacks have the most visibility, and these are the guys that have delivered over the past few (or many) years. 
 

Likewise, your recruiters get credit when they bring in the winning hires. Today, the most successful recruiters act as talent advisors, building relationships with managers and candidates alike in the same way that quarterbacks guide their teammates. 

Running Backs and Wide Receivers = Hiring Managers and Internal Leaders

What do running backs and wide receivers do? They’re the top scorers, the ones who get fans excited about showing up for the game. 
 

Hiring managers and internal leaders have similar star power in your organization. When do you need to make a big impression and really show off your culture? You bring in your most charismatic team leaders to score points fast.

The Offensive Line = Sourcers

It’s often said that football games are won and lost in the trenches. Who’s in the trenches for you? Your talent sourcers who are busy sending email campaigns and getting on the phone with candidates. They are the ones making the plays that fill the pipeline.

The Big D = HR Tech and AI

Having the right technology helps your star players get in the red zone by working smarter and more efficiently. In today’s super-competitive talent market, AI-driven tech is becoming essential to staying ahead, Foster noted. It also enables the constant communication and outreach needed to stay top-of-mind with candidates.
 

“When we look at chatbots and automation, and all of the aspects that go into AI — not only for external candidates but also for your employees – that’s your defense, that’s what’s going to help you win championships.”

The game plans that position you for success 

Game Plan 1: Technology is key 

Not only does technology make life easier for your team, it gives leaders the ability to evaluate what’s been working and what hasn’t. “You have to look back and see what performs well in certain situations,” Foster said.
 

It’s a little like HR’s version of reviewing game footage to adjust for next Sunday.

Game Plan 2: Culture helps win it

Just as Super Bowl winners proudly hoist that Lombardi Trophy, having a winning company culture is definitely something to showcase. But what if your culture needs a little work? 
 

Often when pro football teams want to change the culture, they simply fire the head coach and expect positive changes will naturally follow. It’s never that easy, though.
 

The best football teams and organizations alike know that real change comes from the ground up, with input and buy-in from all your players.

Game Plan 3: Data is your secret weapon

Sports analytics help teams dig in deep on performance, tactics, and strategy. In HR, a common challenge when it comes to leveraging analytics is the lack of cohesive data.
 

“When we look at analytics from an HR perspective, oftentimes we’re looking at very specific KPIs, like time to hire, time to fill, call metrics, email metrics. All of these are hyper-analyzed and they live in different places, especially if you don’t have a holistic approach to your talent acquisition suite,” Foster said.
 

Quality of hire, although elusive to measure, is the game-winning metric. As Foster explained, at the end of the day, it doesn’t matter how many emails have been sent, calls made, applications submitted, or even candidates hired if turnover is high.
 

“When you look at your company’s analytics, you really have to take a look at the entire picture and take a 10,000-foot view and say, ‘Where are we getting the most qualified candidates, and how do we keep them here?’”

There’s no big championship game in HR

The season never ends for HR and TA departments – there will always be open jobs; that super-tough role to fill. “When you’re constantly fighting this uphill battle, you have to continue to get better in all phases of the game,” Foster concluded.
 

So get the right people in place. Then give them the tech they need for the blitz.
 

“With this tight job market, when companies are continually trying to pull everything out of their hat to get talent in the door, HR tech is the one thing that can help them out.”

Take the lead with IAMHR
 

Learn how industry leaders are redesigning the talent experience through AI and automation. Join us for Sept. 21-24 for IAMHR, our free 4-day virtual event!

Sign up to get notified about future episodes of Talent Experience Live! Catch us on LinkedIn, YouTube, Twitter, and Facebook every Thursday at noon ET to get the latest in recruiting, talent acquisition, talent management, and HR tech.

regina.rao
Thu, 09/16/2021 – 21:58

Building a Better Employee Experience From the Ground Up

With 55% of the workforce planning to look for a new job in the coming months — and 26% of employees believing they lost career development opportunities due to the pandemic — employers are at a tipping point.
 

So how can organizations change course to retain top performers and attract new talent? It’ll take a razor-sharp focus on the employee experience.
 

Phenom’s Jonathan Dale, VP of Marketing, and Devin Foster, Product Marketing Manager dove into critical steps employers need to take now to design a magnetic experience for their existing talent. Catch the full episode below and read on for highlights!
 

Think beyond wage increases

The labor shortage has prompted monetary incentives aimed at getting employees in the door, from $50 interview bonuses to $1,500 sign-on bonuses.
 

But industry experts agree: financial incentives alone aren’t enough to turn new hires into engaged employees who will stay.
 

“One thing I think [companies are] realizing is that employees today, and even candidates… want to feel like there’s a future in it for them, that it’s not a meaningless job or role,” Dale said.
 

The takeaway? It’s up to employers to show their current workforce and talent prospects that employee career development is as much a priority as turning a profit.

Related: A Candid Conversation with Ben Eubanks: What’s Working — and What’s Not — in Employee Experience

Employee experience: The essential building blocks

To build the kind of experience that will help companies survive the Great Resignation, employers need to act quickly in a few key areas:
 

Reinforce cultural alignment
 

Efforts to cement cultural alignment among existing employees go a long way toward improving retention. 
 

“If an employee is truly aligned with the purpose of the company, with the mission of the company, with what the company does or stands for, that employee is going to be usually highly engaged and happy to stay,” Dale said. 
 

Provide opportunities for learning, skills development, and career growth
 

“Human beings are just like any other living thing. They want to grow … and they’re going to grow where the most opportunities are,” Foster said.
 

That means providing upskilling and professional development that are absolutely critical, including: 
 

Career pathing
Learning and development opportunities
Internal mobility, including gig work or short-term projects
Mentoring programs
Employee resource groups
A strong referrals program

It starts with asking employees about their goals – and how the company can help realize them. This can take place during one-on-ones with managers, and even during the interview process with candidates. 
 

“Giving them a path and the technology to get there is only going to be fortuitous for both sides,” Foster said.
 

Operate with more empathy
 

Don’t underestimate the value of simple gestures that show employees they’re viewed as humans with individual needs, rather than just a job role.
 

“[Employees] … want to know that the company they’re working with is treating people with empathy, and understanding that these really are challenging times. They want some level of understanding,” Dale said. 
 

Show employees they’re valued 
 

Communicate to employees that their efforts are noticed and appreciated. 
 

“You’re really reaching out to them and saying, ‘We care not only about you, but we care about the impact you’re having for this business … Thank you for spending your waking hours delivering what we need and working together to achieve what we need as a company,’” Dale said.
 

Blog: $15/Hr Isn’t Enough — What Candidates Really Want

Design the experience … and the intelligence 
 

Employees are like consumers, Foster pointed out. They expect a personalized experience uniquely tailored to their goals and preferences — which is where technology plays a major role in supercharging everything. 
 

“It’s no longer about a process. It really is about an experience. So now, to get the future of work going and build it, you have to design the experience, and you have to design the intelligence – and that’s where we start talking about AI technologies and how that fits in on top of your experience, or powering your experience,“ Dale said.
 

Technology helps organizations connect the essential activities that enable talent to grow and become more engaged.
 

The talent marketplace: Tie it all together for a unified experience

Learning and development, internal gigs, mentoring, employee resource groups … even though organizations might offer some or all of these, there’s often no easy way for employees to access them — much less leverage them to self-direct a career path.
 

But an AI-powered talent marketplace empowers employees to design a career path based on their interests, goals, and aspirations. And AI matching capabilities illuminate the internal resources available – mentorships, gigs, development courses, etc. – to build the skill sets they need to progress to that next level. 
 

“This is how it starts taking pieces of what today is separate technology and putting them into one, designing an experience and really having an impact on that single employee. And if you can have an impact on that single employee, and they’re engaged and they’re aligned with you? They’re going to be really productive, they’re going to love working for you, feel connected with the brand, and have a future there,” Dale said.

Yet, many organizations face the challenge of cobbling together several different solutions to support the employee experience.
 

Phenom’s platform is designed to solve that, as Dale describes: “The beauty is how we connect all of this data, all of the different systems, all this separate technology together into a platform — and in the fabric of the platform is AI.” 
 

Find out more here.

Read: Employee Experience : The Definitive Guide

Sign up to get notified about future episodes of Talent Experience Live! Catch us on LinkedIn, YouTube, Twitter, and Facebook every Thursday at noon ET to get the latest in recruiting, talent acquisition, talent management, and HR tech.

regina.rao
Fri, 09/10/2021 – 23:35